With all of the time, effort, money and energy poured into your E-Commerce store, you would do anything to help it perform better…right? Ok, you’ve spent weeks, months and years getting the site developed and designed to your liking. You’ve negotiated for products with wholesalers. You’ve filled the space effectively. You’ve even gone as far as to develop a PPC Campaign or hire the mysterious SEO company. And for all this work, you are beginning to see results. Perhaps, you’ve even been generating a solid revenue for years. But, the question you must continue to ask yourself – and every one of you asks this every day – is how can the site perform better?
Well, there are all kinds of techniques to help convert, but first, you need to start with good data. What is your conversion rate? How does it compare? Is it as good as it could be? Have you settled on a rate that could be improved or do you not even know it? Imagine your company doubling it’s sales if you were to simply improve your conversion rate from 1% to 2%.
From an SEOmoz post:
Supposedly, the magic number is 2.3 as an average for all industry segments, but this goes considerably up and down depending on the vertical. Electronics, for example has an average of only 1.1%, while catalog e-tailers average a whopping 6.1% (my guess is that this is due to the traffic that gets driven to the site from the catalog with the specific intention of making a purchase).
If your site isn’t achieving these rates, there are two places to look – on the site itself, including design, usability, layout, navigation, pricing, stock, etc. and at the traffic sources. The best website in the world won’t convert visitors if they’re targeting the wrong keywords.
This site gives you some of those magic numbers as well as some great tips on conversion.